March 2026
Why scope beats speed
Fast delivery is a scoping decision, not a working-hours decision.
Journal
Notes on doing less.
Short pieces on scope, speed and why senior judgement costs less than a committee.
January 2026
The three-day identity
What a brand actually needs before it needs a guideline document.
November 2025
Against the deck
Presenting three safe directions is a way of avoiding a decision.